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SaaS providers, you know how challenging it can be to get your prospects excited about a technical solution.
But imagine if your SaaS business’s popularity skyrocketed by 139%!
It’s possible! With videos. But there’s a lot more to it.
If your videos don’t get people excited about your software, they’re dead in the water. And you don’t need me to tell you why that’s bad for business.
Here’s where well-crafted software ads come to the rescue! They give users a glimpse into what your software can do and why it is exactly the thing for your prospective users.
In this blog, we’ll journey into the world of software video marketing. We will explore the fundamentals and best practices behind successful campaigns, along with some of the best software ads examples to get your creativity flowing.
SaaS video ads are specialized marketing videos created by software companies to promote their SaaS to potential users.
These video ads offer a dynamic way to develop interest and leave a lasting impression on potential customers.
Combining visual elements, storytelling, and informational content to create a compelling narrative about your SaaS product.
But you have to see it to believe it. And the next section on some of the best SaaS video ads examples does just that.
Let’s kick it off with this SaaS ad example from Vibe.co made in collaboration with What a Story.
Their intention was simple: To make TV ad campaign management hassle-free with their SaaS.
So to get their point across, they chose motion graphics animation for the job.
They highlighted how their software measures metrics related to ad performance.
Be it software or any product in general, you need to see it to believe it.
I like how they do just that by letting the visuals do the talking and presenting an accurate user experience.
This video example from Calendly is one of the best software ads on this list, and that is because of its simplicity.
And when you realize that the SaaS product and its advertising serve the singular purpose of making appointment scheduling seamless, the whole idea of simplicity makes sense too.
Using a mixed-media animation approach, the video provides a realistic preview of where Calendly can be useful.
When users see themselves using the SaaS product through such representations, it excites them and makes them more willing to come knocking at your door.
It’s not uncommon for well-known brands to undergo rebranding now and then.
This is so common that more than 74% of S&P 100 companies have undergone rebranding in the last seven years.
The same goes for SaaS companies as well. And to prove my point, we have this video ad from Zendesk.
The video uses quirky geometric shape animation to ease viewers into their new branding.
They even have a name for it—Relationshapes!
Each shape represents a Zendesk product and with this ad, they show how all of them come together to build better customer relationships.
If I had to name an instance where SaaS video marketing masterfully reimagined building trust with prospects through animation, this Zendesk example would be it.
If you're more interested in learning about best rebranding examples, check out this linked blog.
Specificity should be your top priority with your commercial video ads. Not only will it make your messaging unique but will also address the pain points of your customers accurately.
Case in point—Penny.
It starts with a simple question: “Still using Excel to manage your procurement?”
Now that Penny has your attention, they get into specifics.
They address the common pain point of sourcing in procurement and use it to show how their software solves this challenge.
But instead of getting technical, they choose to highlight benefits like how their software saves time and money in the procurement process.
Their logo animation at the end is a subtle nod to learn more by visiting their website landing page.
Animation helped them narrow down on what matters to audiences in the procurement space.
No wonder this video has attracted a lot of eyeballs–1.2M to be precise.
SaaS products come in many shapes and sizes, but their primary function is to enhance user efficiency.
Imagine if your video ads could also give viewers a feel for the increased efficiency your SaaS brings to the table. With this example from Slack, you won’t have to look further.
The software ad starts with the statement: “Break out of the inbox,” subtly hinting at how a cluttered inbox full of emails can hurt workplace productivity. The next line presents itself as a ray of hope: “Choose a better way to work.”
Using text and 3D animation, the video addresses the problem of productivity on an emotional level. By doing so, it positions Slack as a reliable solution to its audience’s concerns.
This video doesn’t just communicate the essence of efficiency—it makes it felt, making it one of the best SaaS display ads on this list.
There’s a golden rule when it comes to making your software company ads have the most impact.
Be straightforward and don’t beat around the bush. This video from Atlassian is a classic example of this philosophy in action.
As the creators of team-working SaaS solutions, they center their entire message around collaboration and teamwork.
The use of cartoon animation sprinkles a touch of finesse into the video by bringing their message to life.
Plus, the vibrant visuals matching their brand color palette bring everything together.
The best part about videos is the flexibility they provide to shape your message as you see fit.
That’s exactly what helped Pipe break the mold and get innovative with their video ad.
This short tutorial video shows how users can get started with their software in three simple steps.
But that’s just part of why this video ad works so well. Notice the text animation at the beginning that says, “Grow on your own terms.”
Quite a fascinating way to evoke excitement and optimism about what’s possible with their SaaS.
Talk about a video that checks all the boxes while also thinking outside the box!
This example from AgentGo is a special one.
As a SaaS targeted at real estate professionals, the video gets the basics right.
But it wouldn’t have made it into this list of the best SaaS ad examples if it didn’t go the extra mile.
The blend of character animation and motion graphics transforms this ad into a mini-movie that’s visually captivating—all while addressing the challenges professionals face when running real estate video ads.
It subtly presents their SaaS offering as a viable solution without resorting to a hard sell.
Every business wants to connect better with its customers.
And when customers see that your brand is making an effort, they’re much more likely to check out what you have to offer.
ThoughtSpot saw video ads as a great tool for this.
They used this video ad to show how their data analytics platform can help institutions provide a personalized banking experience to their customers.
The voiceover’s language complements this message, ensuring the ad has maximum impact.
Animation serves as the cherry on top, positioning ThoughtSpot as just the right partner financial institutions are looking for.
Just like we saw in the case of Slack, efficiency is what makes SaaS products valuable.
And when your consumers see this, suddenly your SaaS is all that they’re talking about.
So let’s look at another example of this with TackleBox’s video ad. The video makes it clear that as an automation software, “efficiency” is their middle name.
It gives viewers a glimpse into their software’s dashboard and shows first-hand how it makes data visualization as easy as a click of a button.
And the vivid animation of various elements of the software drives the point home.
Leaving nothing up to chance and showing everything that TackleBox is capable of.
A brand like Google probably needs no introduction.
They have established themselves as a brand that’s hard to ignore in a sea of competitors, so their inclusion in this list of the best SaaS videos is no surprise.
This video ad carries a sprinkle of that familiar Google charm.
Unironically, the animation speaks for itself, even without a voiceover, demonstrating how adopting a “Less is More” philosophy in your SaaS ads can work wonders.
And the 7.1 million people who have watched this ad would probably agree.
It’s always a great day at the office when your brand decides to undergo a makeover.
Just like we saw with Zendesk, rebranding can offer a fresh perspective to your audience and bring them closer to your brand. Evernote conveys the same message with their video ad here.
They used a short app demo video to showcase their redesigns and new functionalities.
However, presenting every new feature at once could leave viewers scratching their heads, struggling to recall half of what was shown.
Evernote understood this well and leveraged animation to simplify the experience for their audience.
The animated ad walks viewers through key features one at a time, offering an immersive demonstration of each in action.
Plus, with upbeat music in the mix, it delivers a memorable viewing experience like no other.
This makes it one of the top software company ads you can take inspiration from.
Here’s what a lot of SaaS video ads get wrong—they’re designed as a means to an end.
In this pursuit, they often turn out to be quite barebones.
The result?
They don’t perform as well as you hoped.
Animation, however, changes the dynamic by giving you the tools to put in that extra effort.
I’ll let Zapier put things into perspective. The ad highlights the challenges of manual tasks and the need for automation.
Using abstract animation, it clearly conveys why Zapier is the right SaaS for the job.
What stands out is the character design and the contrasting colors that make each frame pop.
If you’re finding it hard to take your eyes off the video—trust me, you’re not alone. Who would have thought watching a SaaS ad could be this fun?
Have you ever seen an iPhone submerged in water with a goldfish hovering around it?
Maybe not—but that’s the first thing you see when you watch this ad from Hootsuite.
It catches you off guard with the phrase “Drop Your Phone.” And one look at the opening frame shows they weren’t kidding.
They did all this to demonstrate how their software makes content management simple and seamless.
Here’s the key takeaway from this video—taking an unconventional approach to your video ads isn’t always a bad thing.
It breaks the monotony of the otherwise rigid ads that are all too common in the advertising world.
I say if you see an opportunity to turn your ad into something your viewers have never seen before, take it without thinking twice.
It’s usually advisable for your SaaS ads to focus on benefits over features.
Here’s a video ad from Amazon AWS to illustrate what I mean.
Using 3D animation, this video blends live-action footage with photorealistic characters to showcase the possibilities with AWS.
Every frame is designed to make you feel like you’re part of their story, making you wonder why the 30-second video feels much longer than it is.
Building brand awareness is easier said than done. For SaaS brands, the challenge is a bit different.
Along with brand awareness, they must also demonstrate why their solution is the most practical choice among the competition.
Here’s a video ad example from Kaddy that shows how it’s done.
This brand awareness video ad embraces a video-first approach, optimizing its impact across all major digital platforms.
It highlights the challenges in the beverage distribution industry and how Kaddy’s software effectively solves them.
Ending with a powerful CTA, the ad further encourages interested parties to request a demo.
You must have heard the phrase: “Simplicity is elegance.”
When it comes to the best software ads, this phrase serves as a rule of thumb, guiding your advertising efforts in the right direction.
Take a look at this software demo video example from JustCall to see this concept in action.
In this video, they share a brief snippet of their SaaS offering, demonstrating how their software automates lead generation and enhances its effectiveness.
A simple yet compelling CTA at the end encourages viewers to try the software for themselves.
Still think simplicity doesn’t work for video ads?
Imagine coming across an ad that only dabbled in technicalities.
How long would it take before you start snoring in the middle of it?
Here’s the deal: SaaS video ads are meant to clarify, not confuse.
Take this example from MeetWise.
It speaks directly to people struggling with scheduling automation and demystifies it using minimalistic animation.
Notice how it takes a more conversational approach to present their SaaS.
This approach helps MeetWise better connect with its audience, making them more receptive to its message.
Now here’s an innovative SaaS ad from Adobe that pushes the boundaries of creativity.
It uses live-action footage combined with rotoscope animation to make each frame come to life.
But the overall presentation takes the cake, using a POV perspective to showcase what’s unfolding right before your eyes.
This video proves that going the extra mile to get people excited about your SaaS is probably the best thing you could do.
Talking about your SaaS to prospective users can go one of two ways:
Here’s the difference: The latter focuses on what the user wants, making your brand’s message feel more personal to your audience.
How do you add this customer-centric approach to your video ads?
Figma has a couple of tricks up its sleeve with this example that introduces their new AI.
By subtly incorporating product demo throughout the ad, they get people excited about their software without revealing everything all at once.
The software ad is designed to keep viewers guessing, making them eager to see what happens next.
I want you to think about a popular software.
What’s the first thing that comes to mind?
Is it the software’s technical specifications or its compatibility with your computer?
If you’re still guessing, let me help you out. More often than not, you think about what you can achieve with that software.
This video from Canva is one of the best software ad examples that demonstrates this really well.
It showcases various tools that make team collaboration more intuitive and fun.
It seamlessly blends animation with live-action footage to highlight practicality while evoking emotions.
Letting everyone know that when it comes to getting work done, Canva has got you covered.
I don’t need to tell you how dynamic the SaaS industry is.
New features are released so frequently that it’s impossible to keep up.
With SaaS display ads, brands can spread the word about new features and get prospects excited about using them.
This is exactly what ServiceNow did with this video.
It introduces their generative AI and highlights how it seamlessly integrates with their software’s core functionalities.
But the icing on the cake is the use of kinetic typography animation, which adds more impact to their message.
One look at this video ad, and you might mistake it for a clip from a Pixar movie. But that’s how far Gusto went to make their message memorable.
While the video frames their message across several contexts, what truly draws viewers in is how their payroll software seamlessly integrates into each scenario.
Plus, the fluid motion design is hard to ignore, keeping you engaged long after the video ends.
This is one of the best 3D cartoon advertisements I’ve come across, earning it a well-deserved spot on our list of the best SaaS ad examples.
If there's one takeaway from the ServiceNow example we saw earlier, it's this—Brands need to show how new features enhance their SaaS.
And to give you an idea, here’s a SaaS ad example from Notion.
While this video introduces their new Notion AI, it goes a step further—demonstrating how the AI works seamlessly with Notion’s core features.
Whether it's engaging new users interested in AI or addressing existing Notion users, this video ad delivers.
Let’s wrap up our exploration with a funny one.
Check out this SaaS video ad from Sentry. It cleverly starts with a completely unrelated issue—a cat interrupting your work.
And just when you least expect it, they hit you with the line, “Sentry Can’t Fix This.”
Now they have you hooked. And they don’t let it go to waste. They quickly shift focus to their software, highlighting how it optimizes code deployment.
Simply put—it’s fun and quirky.
But most importantly, it’s highly effective in getting people to knock on Sentry’s door, eager to learn more.
Creating the best software ads requires more than just a good idea.
It demands an approach that brings your target audience closer to your product.
First, you need to explore the different types of SaaS videos and choose the one best suited for your idea.
Then, follow these practices to ensure your marketing video becomes a success.
Picture Source: Freepik
Start by clearly defining the problem your SaaS product solves, then demonstrate how your solution addresses this problem effectively.
To keep your SaaS video ad concise, focus on the one major pain point that your SaaS users have and present your offering as the solution.
Follow it up by a clear outline to let your audience know what to do next. I talk about this more in the Call to Action section later on.
The most effective SaaS video ads are often concise, holding the viewer's attention from start to finish.
Aim for a duration of 30 to 90 seconds. The best way to achieve this is by giving extra attention when writing your SaaS explainer video script.
Focus on key messages and avoid any fluff that doesn't contribute to your main objective or is irrelevant to your SaaS offering.
If your video doesn’t have a voiceover, try visualizing what to include in your ad while storyboarding. The goal is to keep things relevant and valuable to your audience while being mindful of the video's duration.
Take a look at our blog on SaaS customer onboarding videos for the right inspiration to make this happen.
Picture Source: Freepik
When it comes to SaaS ads, throwing everything on the wall to see what sticks is not the way to go.
Again, specificity is the name of the game here. So ask yourself: “What’s that one thing I want my audience to know about my SaaS?”
To make it easier, let your SaaS video ads focus on the Unique Selling Points (USPs) of your SaaS product.
Identify what sets your product apart from competitors and make sure these USPs are front and center in your video ad.
Implement this by using clear visuals and direct language to outline your product's benefits, not just its features.
Using testimonial videos and user reviews is not unheard of with video ads.
Testimonials work their magic by building your brand’s credibility through social proof.
To get started, feature short, authentic testimonials from satisfied customers or data points that demonstrate your product's success.
A good rule of thumb is to include one customer experience that sums up your software’s user experience.
Make sure the customer feedback you use is highlighted properly and is quantifiable in order for your viewers to understand its significance.
Picture Source: Freepik
Almost 70% of digital video consumption in the United States comes from a smartphone.
Globally, it’s the same story as mobile devices are becoming more and more common.
So making your software ads optimized for mobile viewing should be among your priorities.
This means considering vertical formats for platforms like Instagram Stories or ensuring your videos are visually appealing even on smaller screens.
Always test your video on multiple devices of varying aspect ratios before launching your campaign to ensure it doesn’t look inconsistent
The beginning of your SaaS video ads should immediately grab the attention of your viewers.
But the ending of your video ad also matters when you include a clear call to action (CTA) in it.
At the end of the day, your ad should guide viewers on what to do next.
Whether it's:
The point is to make your CTA clear and compelling. Use on-screen text or graphics to make it stand out and be more prominent.
Just make sure it doesn’t overlap with other visuals of your video ad.
Picture Source: Freepik
Not every video will hit the mark on the first try.
But advertising has a budget attached to it and if the video doesn’t perform, it can throw a major chunk of your marketing dollars down the drain.
So try using A/B testing to see which video ad engages your audience the most.
Test out different versions of your video ad with different CTAs, video lengths, or messaging angles.
Implement A/B testing by using platforms like VWO or Meta Business Suite that allow for video ad performance tracking and analysis.
Once you’re absolutely certain that a version of your video ad is performing the best, commit to an advertising budget.
This will minimize unnecessary marketing spending and ensure you are getting the desired ROI on your marketing efforts.
Also, check out our other blog exploring how SaaS marketers use animation to increase sales.
To ensure your SaaS video ads reach your target audience, incorporate relevant keywords into your video's title, description, and tags when posting it online.
This SEO practice helps your video show up in search results, increasing visibility and organic reach.
To implement this, conduct keyword research using tools like Semrush and Ahrefs and make a note of relevant keywords.
The point is to identify the terms and phrases your target audience is using when searching for solutions that your SaaS product offers.
Use these keywords naturally in your video's metadata and consider including them in the spoken dialogue or on-screen text within the video itself.
This strategy not only aids in discoverability but also aligns your video content with the search behaviors of your potential customers, making your ad more relevant and impactful.
The latest B2B video marketing survey suggests that you have less than seven seconds to make a good first impression.
To make every second count, pay close attention to your ad’s visual and sound design.
Make sure the visual quality directly correlates with your brand’s identity and values.
Use high-quality graphics, animations, or live-action footage and make it align with your brand's aesthetic.
Now you have two ways to turn your video ads into visual masterpieces:
The first few seconds of your video ad get the audience's foot in the door.
But a good story opens that door and lets them in on what you have to offer.
Translation: People love a good story they can’t keep their eyes off of.
So try adding subtle narrative elements in your video ad to make your message more memorable.
Implement storytelling by creating characters your audience can empathize with or by structuring your video with a clear beginning, middle, and end that showcases your SaaS product's impact.
These are promotional video ads that help brands highlight the key features and benefits of their software.
The videos are designed to engage potential customers by showing how the product solves their problems or meets their needs.
Using visuals, dynamic animations, and compelling content, these videos make it easier for users to understand the value of the software.
There are many types of video ads you can use to promote your Software-as-a-Service product, and we've explored several in the list above. Here’s a brief look at some common ones:
Each type plays a unique role in attracting, educating, and engaging potential users.
SaaS video ads are a powerful way to promote your product and boost signups.
According to Wyzowl, people are 17% more likely to buy a product or service after watching a video ad.
Since video ads are more engaging than static ads, they can drive higher conversion rates.
Here’s why you should use them in your marketing campaigns:
By using such animated videos, your B2B SaaS brand can capture attention, build trust, and turn viewers into customers more effectively.
To make sure your SaaS ads stand out from the crowd and reach your target audience, you need to use advanced targeting options on social media platforms like Facebook, Google, and LinkedIn.
These tools let you filter by demographics, age group, interests, and behaviors, helping you reach users who are most likely to benefit from your product.
So the answer is simple—just fine-tune your audience settings, and you'll ensure your ads connect with the right potential customers.
Just keep an eye on these key performance indicators (KPIs), and you'll easily know whether your SaaS ads are performing well or not:
Navigating the world of SaaS video ads can be as challenging as it is rewarding.
Through this blog, we've uncovered the essence of what makes a SaaS video ad successful, showcased exemplary campaigns that have resonated with audiences, and outlined actionable strategies along the way.
Remember that the key to crafting memorable visual experiences lies in understanding your audience, articulating your value proposition clearly, and continuously iterating based on feedback and performance metrics.
We hope these insights and best practices help you achieve great outcomes with your SaaS marketing strategy.
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